Chapter 1 Internet Marketing as part of the Marketing Communications Mix
This chapter covers the following objectives:
* Briefly describe how the Internet originated and what makes it unique as a communications and transactions medium
* Describe the implications of Web 2.0 and Web 3.0
* Discuss the business benefits of using Web 2.0
* Understand the generic marketing objectives that form the basis for Internet marketing strategies
* Discuss the Internet Marketing channels that can be used for Internet Communications and commerce
* Describe the basic technical infrastructure of the Internet including computing on the cloud
*Identify some of the sites where up-to-date Internet statistics can be found
* Explain the advantages of using the internet for consumers and for businesses of all kinds
* Identify the strategic and economic drivers of the Internet
* Suggest some potential best practices in acquiring, communicating with and retaining customers on the Internet